In India, the apparel industry introduces new collections every season (say autumn, winter, and summer). To sell their last season’s inventory from the warehouse, they usually run an extensive sale which they term as End of Season Sale (EOSS). At envigo, we have designed some ROI-focused campaigns for our e-commerce clients (apparels mostly).

Read this article if you looking for some help on how to plan for an EOSS!

You need to have a plan and link a proper execution style to an EOSS for your e-commerce website. What all will be your KPIs (Key Performance Indicators), channel selection and how you will track the results are provided in this article. Below is a brief on how we have executed an EOSS campaign:

As the target was very high and strict, we started our planning months before to increase the audience data base, brand visibility, and brand searches to get the desired momentum to increase the sales and RoI (Return on Investment).

Planning

Our Approach: Break Campaigns into Funnels

Set KPIs:

Each funnel has their own set of KPIs like the Upper funnel is measured on clicks and new visitors. On the other hand, the lowest funnel is measured on sale numbers, and therefore on RoI.

Channels /Media Plan:

For each funnel, we need to consider a different set of campaigns and channels. We need to evaluate each possible online channel like content, mailers, affiliates, direct buy, video & self-serving platforms (AdWords, Facebook, Instagram, Twitter, etc.) and set campaigns accordingly.

Campaign Setting

Campaign setting is the most crucial phase, as it decides when and where your ad will be shown. Additionally, it includes to whom your ad will be shown.

Below are some settings you need to check before making a campaign live:

Budget

Location

Frequency capping

Device

Day parting (scheduling)

Then there are some rules and automation processes that can ease your optimization process:

Location, device, demographic and geographic targeting to show ads to the best possible audience

Create and add dynamic conversion and dynamic remarketing to the site to track revenue generated from AdWords Facebook directly (in case of dynamic values associated with the products)

Result

About author

Alok Singh

Having handled various verticals, Alok Singh was a Google Adwords & Bing Adcenter Certified Professional with more than 6 years of online advertising experience. At Envigo, Alok managed the marketing team and worked as an Online Campaign manager in the PPC team. He also handled high-profile paid search campaigns.